Ann Marie Van Den Hurk: With Retail Undergoing Big Changes, Good Websites More Important Than Ever

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WWR Article Summary (tl;dr)Developing an e-commerce presence, like building a bricks-and-mortar storefront, requires thought and planning. PR expert Ann Marie Van Den Hurk has a few tips on how you can get your website ready to attract and retain customers.

Lexington Herald-Leader

A shift in America’s shopping habits is continuing.

And as a result, there are big opportunities in e-commerce, or online shopping, for small retail businesses, especially those in small or rural communities. E-commerce can help specialty business such as those that sell regionally specific products or those that might not have a storefront.

For your small business, my advice is to look before you jump. Think about your business goals. Developing an e-commerce presence, like building a bricks-and-mortar storefront, requires thought and planning.

You need to start thinking about the following questions and answer them thoughtfully:

-If you were your ideal customer, what would you look for when visiting the website or getting a message from you?

-When customers land on your page, what do you want them to do?

-With what methods can you reach customers?

-What products are you selling?

-If you run an online store, what shopping cart solution are you using? How do you accept payments? Charge tax? Ship?
A website is indispensable for businesses today. Remember, it’s your digital storefront that’s open 24/7. It can answer your customers’ questions and it’s cost effective. But you need to do the following to have a truly successful site:

-Be visually appealing to users.

-Share great content above the fold.

-Include a call to action, contact information, and a frequently asked questions, or FAQ, section.